Would you like more exposure for your blog?
Have you tried reaching out to targeted influencers?
Automating influencer outreach makes the process of increasing your blogs exposure highly efficient.
In this article I’ll share 4 steps to automating your influencer outreach.
Step 1: Source Similar Popular Posts
To source similar popular posts, go to Buzzsumo.com and type in keywords related to your blog post. The results let you see the most successful similar articles.
For example, I searched ‘influencer outreach’ which returned similar, popular posts relating to this article.
Step 2: Identify Key Influencers Who Have Shared The Posts
After you have found similar popular posts, you need to identify key influencers who have shared these posts.
Click on the ‘view shares’ button next to the post and then click ‘page authority’ to sort your list by who has the most influence. Ideally you want to target 10 - 20 individuals with high authority and a large number of followers.
Step 3: Reach Out to Identified Influencers
Reaching out to identified influencers who have shared similar content to your own gives them a chance to share your article. Their amplification of your content can drive huge exposure for your blog. You’ll want to start interacting with the influencers you contact at least a few weeks before you reach out to them on Twitter.
One efficient way I have found for engaging with influencers is to add them to a Twitter list. Once you have created a Twitter list of identified influencers, you can easily engage with them on a daily basis before reaching out. You can retweet, like, quote and spark up conversations through the Twitter list.
Once you are on the influencer’s radar, you need to create a spreadsheet with personalized direct Tweets to each influencer. You will need to copy over the influencers Twitter handle and first name into the spreadsheet from Buzzsumo.
The spreadsheet should look something like this (including 10 – 20 direct Tweets). Each Tweet should be no more than 143 characters. To quickly work out the character count for each Tweet in excel, use this formula: =Len(enter cell)
Once you have created the spreadsheet, you need to copy the ‘Tweets’ column into a notepad file and upload it to bulk buffer.
Bulk buffer is a free tool you can use to bulk upload content to your buffer (social media automation tool) account.
Simply upload the saved notepad file where prompted, click the Twitter accounts you would like the content to upload to and press ‘send to buffer’.
Once the Tweets are uploaded, you need to space out the scheduled updates in your buffer account. This will ensure the outreach Tweets are not too frequent, and don’t appear spammy.
To do this, simply go to your buffer content que, scroll to the queued post, click the posting date and then change it to a custom time. I’d recommend spacing out these outreach Tweets for every other day, ensuring there is plenty of content being shared in between.
Step 4: Follow up with Influencers
Influencers can easily miss your direct Tweet due to the volume of Tweets they receive on a daily basis. This is why following up can advance the chances of your post being shared to their large online audiences.
Firstly, you need to continue to use the Twitter list you created to engage and provide value to the influencers. Remember to be consistent and genuine when engaging through the Twitter list.
Secondly, send a direct email to each influencer who has not replied to your Tweet within 2 days, use a personalized message and include a link to your post.
A great outreach email should do the following four things;
1. Build familiarity
2. Get to the point
3. Provide value
4. End with a call to action
You can use the following template;
Using this personalised, automated outreach strategy is a great way of increasing your blogs exposure without investing huge amounts of time. I’ve used this strategy for the last 6 months and have had key marketing influencers engage and share my blogs. Have a go for yourself.
Wait! Don't go yet! Please leave a comment below with any questions, tips or opinions you have about this strategy - I'd love to hear from you.
Dan is the award winning Co-founder of KPS Digital Marketing who was named #12 Most Influential Digital Marketer on Twitter in the world in 2016 by Onalytica. Dan is a contributor for a variety of key marketing publications including Social Media Examiner, Content Marketing Institute and Jeff Bullas’ Blog. He is also a keen speaker and has spoken at events internationally for a variety of organisations including NatWest and The Royal institute of Chartered Surveyors. Dan has a passion for helping others learn how to get to grips with Digital Marketing and is obsessed with providing value for his community.